Matching a fame campaign with a dull one costs millions in extra media every year
StatBrand & Creativity
Peter Field's IPA analysis of the cost of dull to UK brands: the extra annual media spend a single campaign needs to match the broad business effectiveness of a fame campaign runs from £3.1m in CPG food and drink to £17.8m in retail and £17.2m in durables, averaging £9.6m across all categories.
Source
Another Dull Whitepaper: The Extraordinary Cost of Dull - launched at Cannes Lions 2024 (2024)
Jon Evans (System1), Adam Morgan (eatbigfish) and Peter Field
p. 3, The Extraordinary Cost of Dull (2024), IPA effectiveness databank 2010-2022 cases, analysis by Peter Field
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